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Heineken Using Rugby World Cup For Loyalty Above Awareness

  • The Drum, Tuesday, January 6, 2015 6:39 AM

Heineken is prioritising brand loyalty, not awareness, for its sponsorship of the Rugby World Cup (RWC) as it looks to exploit what some industry observers predict will be the biggest tournament to date to target already engaged fans of the beer. The brewer is relying on emotional association rather than the mere exposure effect to maximise value beyond brand visibility and website traffic. It is a departure from Heineken’s awareness-driven approach for other sponsorships such as the UEFA Champions League.

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